Anheuser-Busch riled over 'Flight' beer

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Published 4:22 pm, Thursday, November 15, 2012

Denzel Washington is a commercial airline pilot with a drinking problem in the movie "Flight."

Denzel Washington is a commercial airline pilot with a drinking problem in the movie "Flight."

Photo: Robert Zuckerman, Associated Press

Anheuser-Busch riled over 'Flight' beer

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Normally, an advertiser would be thrilled that its product is getting free exposure in one of the nation's most popular movies. But if that product is beer and the picture is about a commercial airline pilot with a drinking problem, well, that's a different story.

Anheuser-Busch InBev, which makes America's No. 1-selling beer, Budweiser, is riled about the role its brew has in the new film "Flight," which stars Denzel Washington as a pilot whose drinking habits become an issue in the aftermath of a plane crash.

The brewer went so far as to ask the film's backer, Paramount Pictures, to blur or remove its famous logo from the movie when it is released on DVD, television and made available for streaming, said a person familiar with the situation who was unwilling to speak publicly on the issue.

"We would never condone the misuse of our products, and have a long history of promoting responsible drinking and preventing drunk driving," said Anheuser-Busch Vice President Rob McCarthy. "It is disappointing that Image Movers, the production company, and Paramount chose to use one of our brands in this manner."

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'Overly sensitive'

The movie, about the aftermath of a horrific plane crash, received very positive reviews and opened in the United States and Canada with a strong $25 million in ticket sales. The picture is expected to continue attracting audiences throughout the holiday season.

Anheuser-Busch said it received no advance notice from Paramount that its product would be appearing in the film. But a lawsuit against the studio, owned by media giant Viacom Inc., seems highly unlikely.

The courts have typically sided with the creative community when it comes to featuring real products in movies and television shows.

Paramount declined to elaborate on the matter involving Anheuser-Busch and "Flight." Other liquors, including vodka brands Stolichnaya, Smirnoff and Absolut, also are featured in the movie.

Some wonder if Anheuser-Busch's complaints about the film might not bring the brewer more attention than if it had just kept quiet about the matter.

"I don't think people seeing a character using alcohol inappropriately are going to make the connection back to the brand or think the brand condones the behavior."

Product exposure

Not everyone reacts badly if their product is featured in a less-than-ideal situation. The 2000 movie "Castaway," which was also directed by "Flight" director Robert Zemeckis, features FedEx's logo on a plane that crashes into the ocean.

Initially, FedEx was concerned about its prominence in the story, but FedEx Chief Executive Officer Fred Smith ultimately signed off on it because the film starring Tom Hanks portrayed the delivery service in a favorable light.

Having real products appear in movies and television shows is seen as important because they add authenticity.

Increasingly, companies are paying to have their products featured in productions. For advertisers, it is a creative way to reach consumers.

Producers are embracing the practice because it is another source of revenue. James Bond films in particular are famous for the large number of products that are showcased, particularly fancy sports cars and cool electronic gadgets.

"Marketers spend a lot of time paying companies to give them real-life exposure in films," Adamson said. "Even if the film is not good, it is generally good for the brand."

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